How to Get the “On the Fence” Bride to Book NOW

Question: Does a “Limited Time Offer” Really Work to Get More Sales?

I understand that the “this week only” thing is the scarcity tactic. We learned that in the BluePrint. It worked when you did it to me because I already trusted you and as it turned out you over-delivered with the blue print.

So for me, the take home message is that if I can’t do some “Limited Time Offer” this week, that seller is gonna lose $250 of pure margin from my wallet or in a few months she will have a new one out that will be better with more material and it will probably cost the same price.

So I might as well wait. Hell, I might as well wait indefinitely since there will always be a better one on the horizon, like a new TV.

Has the scarcity technique backfired for her (as far as I’m concerned)? In other words does this tactic only really work when something is really scarce (like gold or diamonds)? Does it backfire when there is artificially created scarcity by sales people?

Maybe this feedback will be helpful for your next training. There is a lot of gray in psychology.

Randall

Answer:

Hi, Randall.

I’ll continue to endorse scarcity. Here’s why…

(Here’s what we’re talking about: “scarcity” tactics when added to marketing get the bride or groom to ACT NOW and increase your profits. An example is the “limited time offer,” a deadline or limited supply that means your stuff is going away.)

Yes, it’s true that you will lose some people who “aren’t ready” and may be in the future.
For whatever reason, they aren’t yet strongly emotionally motivated.

However, when you compare the number of sales of a product that’s available year round with sales of that same product when it is “scarce” and available only for a limited time, you’ll have more sales with scarcity.

In other words, it’s not enough that the product has limited availability; it has to be communicated and marketed effectively.

“Has the scarcity technique backfired for her (as far as I’m concerned)? In other words does this tactic only really work when something is really scarce (like gold or diamonds)?”

People are motivated to buy by emotion, and when something they want is about to “go away,” they are highly motivated to buy. Sales peak right at the end of an event because most people will wait until the absolute last minute.

Brides and grooms are no different; they will wait to book if you let them.

You can adapt different forms of scarcity for the wedding market. It doesn’t have to be,
“I’m not available.” It could be, “I won’t be able to hold your date,” or, “This special offer is only available for the next 7 days.”

You are creating more emotional motivation to buy NOW for the brides and grooms who really want what you have, and you’re increasing the likelihood that they will book you.

With each day that passes after they have contact with you, they become LESS likely to buy because the emotional state fades.

I’m not making this stuff up. (Wish I was that smart!) It’s why you see “limited time offers” on infomercials and the like. It works; even when we know what’s happening, it still creates the pressure to buy.

That doesn’t mean that some people, like yourself with the product you mention, won’t resist. You just have less of an emotional connection in this case. If you REALLY wanted it, you would buy.

What do YOU think about using “scarcity tactics” like limited time offers and expiring deadlines in the wedding business?

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Stephanie Padovani

Stephanie is a Hudson Valley wedding insider, blogger, writer, and wedding business coach. Want to book more weddings at higher prices? Quit dealing with price shoppers? Transform your wedding business so that it supports the life you really want? Look her up! They don't call her the Wedding Business Cheerleader for nothing. :)

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5 thoughts on “How to Get the “On the Fence” Bride to Book NOW”

Great information! As a business owner you know what you have to offer is valuable but, your prospective client doesn’t know it yet. If you present yourself as a highly sought after professional, it makes you a perceived expert. This strategy also keeps you in charge of the conversation.
I have to agree with Stephanie and also point out this type of marketing is used all the time in television, newspapers, and more. Just look around. it’s everywhere and that’s because it works! We are going to start incorporating this too.

Great article! In the past we have tried some scarcity tactics but really haven’t been sure if we were doing them the ‘right’ way. This article certainly helps show us how brides are thinking when they are planning their wedding.

An interesting idea, and something I’m toying with. I will try and get the balance with it being subtle and not too pushy because that’s against my style. But at the same time enough to make people stop and think.

Martin, you can definitely do this without being “pushy.”
We’re never liked hard sales tactics. It’s a matter of getting comfortable nicely and firmly stating what you’d willing to do and the deadlines for doing them. I’ve found that if you practice saying your “lines” beforehand, it’s much easier to do with confidence in front of real brides and grooms.

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Hi! We are Stephanie and Jeff Padovani, a husband-wife power business duo.

We empower wedding professionals who are awesome at what they do…but not so good at marketing and promoting…with strategies that will double your bookings and allow you to increase your price up to 70% and still book your calendar solid.